Why Gamers and Content Creators Hate Intrusive, Irrelevant Ads
As an avid gamer and streaming content creator myself, I totally get why ads stir up frustration and dislike among us. Unwanted ads that interrupt our experience or feel out-of-touch damage that experience. And we value our gaming time.
Based on data and conversations with fellow gamers, a few central issues drive most ad hatred:
Invasive, Disruptive Ads Wreck Our Flow
First and foremost, ads that invade our screens or halt our progress generate instant annoyance. Over 65% of people say they skip video ads the moment they can [1]. Why? 92% of gamers value maintaining engagement and flow state while gaming or creating content [2]. Untimely disruptions, like ads with long unskippable pre-rolls or disruptive mid-roll ads, sever that precious flow.
This emerges clearly from chat frustrations during gaming live streams. When an ad abruptly cuts off the stream, anger flares in the chat. Viewers came for the entertainment, not random product pitches.
Even outside of streaming environments, gameplay ads that block progress frustrate gamers. In a survey by Promethean TV, 61% of gamers said intrusive, disruptive in-game ads like roadblock ads or mandatory videos hurt their enjoyment and opinion of a game [3].
| Type of Disruptive Gaming Ad | % Finding Ad Disruptive |
|---|---|
| Unskippable pre-roll | 73% |
| Mid-roll video | 68% |
| Roadblock | 64% |
| Mandatory branded video | 61% |
Interrupting our entertainment drives instant dislike. Many gamers even uninstall apps with excessively disruptive ads.
Repetition Kills – We Want A Variety Of Ads Relevant To Us
Seeing the same lame ad 50 times breeds resentment fast. 63% of people in surveys report only seeing the same few ads repeated constantly [4]. This repetitive fatigue leads many gamers and streamers to instantly tune out recurring ads.
In a recent poll on Twitter about in-game ads, 68% of respondents said repetitive ads were their top frustration. Gamers crave dynamic experiences that engage, not bore through repetition.
https://twitter.com/GamingAnalyst12/status/1613557936946503680
Twitter poll finding 68% most dislike repetitive in-game ads
Repetition links closely with irrelevance. Over 44% of people find most ads "irrelevant to their wants and needs" [4]. Game studios and advertisers fail to understand what products interest gamers. So they blanket all of us with the same generic ads.
As a female streamer, I constantly see the same beauty supply and hygiene ads – as if that defines all of us! Male gamers likewise report seeing repetitive ads for products they‘d never use.
We want to see fresh, relevant ads for products actually matching our interests as gamers and creators. The data shows poor targeting drives major ad fatigue.
Misleading, Manipulative Ads Provoke Backlash
Another breed of ads that rub gamers the wrong way? Ones that feel emotionally exploitative, purposely misleading, or aggressive at driving purchases.
For example, ads for shady gold selling/level boosting sites clearly violate game Terms of Service for unfair gameplay advantages. But some still slip through ad networks with flashy promises.
Gamers also call out manipulative tactics like creating a false sense of urgency or scarcity to drive impulse buying. Or ads for gambling/betting sites using psychological hooks familiar to the gaming crowd.
These dishonest, "ends justify the means" approaches provoke extreme dislike. They erode the trust between gamers, content creators, and advertisers that underpins a healthy gaming ecosystem.
We Want Control Over Our Experience With Ads
Ultimately, the unifying theme comes down to control. Gamers and streamers highly value autonomy in determining our paths through games and curating our content. Ads often grind against that, feeling imposed rather than chosen.
Over 74% think there are simply too many ads in general [4]. Even well-made, honest, relevant ads may frustrate if their quantity and placement disrespect users‘ control.
Gamers resent advertising that prioritizes profits over respecting player agency and experience. The virtually unanimous popularity of ad blockers speaks to these control issues.
As this breakdown illustrates, poor ad strategies generate severe resentment among gamers and content creators. However, thoughtfully designed and placed ads could connect gamers with genuinely useful products. The path forward requires respecting gamers:
Prioritize non-interruptive placements. Reward gamers who opt into ads with bonuses rather than forcing ads on hostage audiences.
Hyper-target varied, relevant ads. Understand gamer subgroups and match value-aligned products rather than spamming the same generic ads.
Transparently communicate value offerings. Clearly explain how optional ads provide more than annoyance, like unlocking quality content or customization.
Earn trust through honest practices. Establish ethical ad standards excluding manipulative psychological tactics or violations of gameplay fairness.
The potential exists for mutually beneficial advertiser/gamer relationships. But the onus falls on advertisers to create those conditions rather than breeding dislike through intrusive, boring, exploitative practices. If they fail to adapt, ad blocking will only accelerate.
[1] Wave.Video survey[2] Promethean TV gamer survey
[3] Promethean TV gamer survey
[4] SurveyMonkey survey
